Online destination image of India: a consumer based perspective

Abstract

Abstract Purpose – The purpose of this paper is to contribute to the nascent literature on the use of the internet in destination image formation by exploring India's online image through consumer queries posted on travel message boards. Design/methodology/approach – The paper uses netnography, which is ethnography applied to the internet and is a qualitative method. Findings – The paper finds that consumers are not only perceivers of destination image information but actively construct and share their own images via the internet. India is appreciated for its natural resources, culture, history and art but huge dissatisfaction is expressed for general and tourist infrastructure. Practical implications – With consumers sharing both positive and negative aspects of a destination online, destination marketing organizations will increasingly find their "picture postcard" images being contested. Originality/value – Traditionally internet based travel studies have focused on supply side sources. This paper illustrates that with the internet, consumers can and do easily share their complex images with other consumers.

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